Getting transparent: from digital tokenism to clear next steps
I believe in transparent operations and the often systemic openness they can have on business. And achieving that transparency can certainly involve trial and error. So this next thought isn’t meant to be unforgiving: it’s disheartening though when some organizations attempt transparency, either in their group culture or social media campaigns, via a “look like we tried” approach. And in terms of transparent social media specifically, this type of surface measure can further distance the goal of authentically engaging and communicating with customers, constituents, etc. Digital tokenism comes to mind.
But in this context, it doesn’t seem fair to chalk it up to unprofessionalism. Rather I would like to think the architects of “look like we tried” social media and transparency in general just lack awareness for what transparent operations & communications are (let alone knowing the steps to get there). And with regard to a company’s growth -and central reputation- it seems prudent to have a working definition of what we’re dealing with.
[Transparency impacting a company's reputation] … is a concept that encounters a lot of resistance, mostly because of a lack of clarity about what this kind of transparency means.
from Tactical Transparency: how leaders can leverage social media to maximize value and build their brand.
Getting tactical: a new book review series
A new outlook has come along that has held up the proverbial hand and said: “Wait! Transparency is more than obscure philosophy!” And here’s where the book Tactical Transparency enters in. This new release by Shel Holtz and John Havens discusses what transparent business can do longterm – and steps to get there. It’s clear. It defines terms and context in a lean way. And it relates social media to corporate culture and business leadership with precision this discussion often lacks. During the coming weeks, I’ll dive into the book, reviewing selected chapters that stood out for small business use (yet to be clear – the whole book is worth the read!).
Reviewing Ch. 3: Do You Have What It Takes?
Ok so that’s a loaded question! I liked this segment because it starts to really build off of its working definition of business transparency from the initial chapters. And at this point, the authors outline characteristics of transparent organizations. They cite CEO interviews plus social media campaigns – a favorite one from Dove – exemplifying (or not) these transparent qualities.
And the kicker: if you’re not there yet …
Six characteristics of transparent companies were discussed ranging from having open book mind-sets to taking risks to making leaders & employees accessible. Each concluded with an ‘If you’re not there yet’ summary that offers specific steps to launch your organization’s plan toward said characteristic.
Example: Holtz and Havens assert the days of ‘no comment’ have ended and thus, truly transparent businesses make their leaders and employees available to communicate. They offer varied options for how your leadership and teams can be more openly responsive — with even legal quiet periods for mergers kept in consideration. Rounding out the section are steps available if your company needs a more involved solution to attain transparency. For instance, the authors suggest different parts of your enterprise to assess and measure ‘If you’re not there yet.’
90 seconds audio: how transparency helped return a business to the driver’s seat
Want some drive-by insight to Ch. 3? Check out this quick excerpt and quote from the book.
In weeks ahead: reviewing selected chapters from Tactical Transparency
- -Ch. 10: En-Gauge the Conversation: how issue blogs show people you’re listening;
- -Ch. 16: Yeah, But…: overcoming objections;
- -Ch. 17: Your Road Map to Transparency: creating a plan
- And did you catch it? Check out thoughts via audio cast & more for the first review in this series, starting with Chapter 3: Do You Have What It Takes? Characteristics of Transparent Organizations.
Photo Through A Glass, Darkly by Drumsnwhistles under Creative Commons License A-NC-ND Works 2.0.
Book jacket for Tactical Transparency used with permission from Meredith Stanton at John Wiley & Sons.
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